According to Jackson Mulligan, founder of Refill Nation, refill and reuse systems integrate best when they have been designed around convenience, not compromise.
For Refill Nation, this means ensuring they have a clear customer experience flow that includes simple, accessible education. By making the experience easy and intuitive, the store has removed barriers and preconceptions around refilling.
In a mainstream supermarket, Mulligan said this would mean clearly signposted zones, streamlined weigh-and-pay processes, and seamless integration into existing checkout systems.
“We believe almost any product can be offered in a refill format, provided suppliers are willing to adapt,” said Mulligan.
“However, as a practical starting point for supermarkets looking to incorporate more refill options, we would recommend focusing on fast-moving, shelf-stable items.”
Categories such as cereals, snacks and confectionery are often packaged primarily in single-use plastics, and Mulligan would love to see a meaningful shift away from this.
“Targeting high-volume everyday items presents the greatest opportunity for impact.”
For many Kiwi families, refilling household products is a gradual process, and Mulligan observed that over time, customers’ habits evolve as they discover the growing range of swaps available to them.
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